Replacing short cuts with long cuts

von Maud Largeaud , AdForum

Prized for its seaside resorts and volcanic landscape, the Korean island of Jeju attracts many domestic tourists, who inevitably come with their cars. Thanks to their GPS, they usually take the quickest route to their destination. But by doing that, they miss out on some of the destination’s most beautiful spots.
To remedy the situation, the local tourist office teamed up with the agency Cheil to create a series of routes based on the island’s best views and sights. Named “slow roads”, the itineraries allow visitors to make the most of the island’s beauty while still heading for their destination. By crunching data and identifying 65,000 points of interest on the island, the tourist office was able to create 50 different routes. This also eased congestion during an influx of visitors as pandemic travel restrictions encouraged tourists to travel locally. The campaign was recently awarded at Spikes Asia.